BBGO – a car order service
A user-friendly mobile app is an unequivocal standard for a modern car order service. Positive user experience is the key to business success and stability.
Any successful product is nowadays a confluence of the user needs and company strategy. The client came to us with a clear understanding of where he wants to move as a business, and we helped to identify the needs of the users, to study the mobile solutions of local competitors and market leaders, and to develop scenarios of application use. We also prepared screens’ design for the client and the driver, developed native apps for iOS and Android, created an API and a backend.
The key challenge of this project laid in the search of the car ordering apps’ best patterns for the new product. After studying a dozen popular solutions, we figured out the features used most often and by many users. They are
- home screen with preferred addresses,
- car category selection with a fixed price,
- a clear indication of the car selected,
- after-trip review system.
At the same time, the service had to include a unique bonus system. A passenger receives bonuses after each ride and can use them for a discount ride or share with a friend.
For the most effective search of a solution, we held regular workshops with the client’s team. Their involvement in the design work allowed us to build a relationship of trust, receive instant feedback, and make changes faster.
The app usage begins with a quick registration via phone number and SMS verification. The code from SMS is automatically inserted into the input field, saving the client’s time. By default, we consider the customer orders a car to his or her location, so the only input field needed to create an order is the “Where” address. On receiving this point, the backend will calculate the cost immediately for all car categories.
The last step of the order is to specify the pickup point on a map with an enlarged scale. This allows the passenger and the driver to find each other more easily.
The next important section of the application is the current order display. This process seems uninterrupted for the client, however, it’s in fact divided into several stages:
- car search
- displaying a car movement to the pickup point
- the driver’s waiting for the passenger
- passenger travel to destination
At each stage, the user has different needs, consequently, we show the necessary information at the right moment. For instance, a car type, color and plate number we show at pick up screen. We use color to draw the passenger’s attention to the changed statuses. We also did not forget about the case of an unsuccessful car search - this is potentially a point of customers’ loss, so we suggest increasing the cost of the trip not to leave a client without an order.
To develop an optimal design for additional services selection, we analyzed other applications of ordering a car and formed a comparative table showing their popularity.
Having discussed the value of each option with the client in detail, we chose the "Baby seat", "Transportation of animals" and "Courier" options, and developed several design prototypes.
The product did not have corporate identity therefore we developed a logo for it. First of all, we wanted to use it in the app icon.
We also cared that the logo looked noticeable and recognizable on the car side and the "checker" in the future.
A distinctive feature of the product was a simple and quick way to connect new drivers to the system. To solve this problem, we implemented the possibility of self-registration in the driver’s mobile application.
A driver simply sends the application, waits for confirmation of registration on part of the administrator, and starts to work right after receiving it.
For the convenience of photo documents through upload, we developed a scanner inside the application. It allows the drivers to add the photos of a driver’s license and a car registration certificate step-by-step.
Work with orders
For beginners, the map is extremely important both for taking the order and during the ride. The application can show the route, but also allows switching to a third-party, full-fledged navigator at any time.
For the experienced drivers who know the city well, the map only steals a useful place on the screen. For such drivers, the comprehensive order information is more important. To cater to different categories of users is always a difficult task, so we added switching between the two modes: with and without a map.
Using the application while driving can be a source of a dangerous situation on the road, so we tried to achieve good readability with the minimum necessary interaction with the screen.
In the process of development, we created a complete set of flexible services for launching the new system on the market. This will allow us to develop the business further and make the necessary alterations, optimizing, and scaling the system in the future.